ROU NO. vesesesecesseseserseee 57022 B.B.A. 3rd Sem. (N.S.) 2011-14 Examination-November, 2014 Marketing Management Paper-BBA-302 Time : 3 hours Max. Marks : 80 Before answering the questions, candidates should ensure that they have been supplied the correct and complete question paper. No complaint in this regard will be entertained after the examination. Note:The question paper is divided in two sections. The Section ‘A' comprising 8 small answer type questions (2 marks each) which is compulsory. Answer to each question should not exceed 50 words normally. Section ‘B' contains 8 questions (2 questions from each unit). The students are required to attempt four questions (one question from each .unit). All questions carry equal marks. 57022-4200-(P-4)(Q-9)(14) (1) [ Turn OverSection-A 1. Write short notes on the following : (a) (b) (c) (d) e) (g) (h) Product line vs. Product mix Skim Pricing vs. Penetration pricing Advertising vs. Sales promotion Viral marketing Marketing audit Positioning strategies Marketing Myopia Social responsibility of marketing organizations Section-B Unit-I 2. Explain the concept of marketing mix taking an example from the product and service. 57022-4200-(P-4)(Q-9)(14) (2)What are the major differences between “market driven’ and "market driving firm". Explain. Unit-II Why it is essential for a marketer to understand consumer behaviour ? Is there any role of reference group in affecting the person's buying behaviour ? Describe the criteria of effective segmentation. Also discuss geographic and demographic bases of segmentation. Unit-II What is PLC? How does it serve the purpose of initiating suitable marketing strategies ? Differentiate between ‘brand extension’ and ‘line’ extension’ with reference to branding decisions ? 57022-4200-(P-4)(Q-9)(14) (3) [ Turn OverUnit-IV 8. What is CRM? How CRM can be-used as an effective tool of marketing ? 9. Discuss how channel intermediaries are essential for effective distribution of a product. 57022-4200-(P-4)(Q-9)(14) (4)